8. AWARD IN SOCIAL MEDIA EXCELLENCE Our Distinguished Judges David McMullen RoutesOnline Josiah Mackenzie Hotel Marketing Strategies Blog Raymond Kollau Airlinetrends.com
10. AWARD IN SOCIAL MEDIA EXCELLENCE Best Airport in Social Media
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13. We’ve got a Twitter customer service programme in place that is tried and tested: In the week before Christmas, we successfully dealt with an average of 300 tweets an hour
14. We are the first airport to use mobile barcodes as public information points
15. We are the first European airport to put all our retail and food outlets up for instant online reviews
16. We are the first European airport to have an Instagram feed
17. Social media provides intelligence for the business as a whole at the most senior levels12
18. 13 Background Oct - Dec 2009 - Gatwick sold from BAA to GIP June 2010 - Gatwick rebranded, focus on making the airport a more human experience. £1 billion investment announced 13 06 October 2011
26. Some passengers will stay as little as 60-90 minutes in the airport environment - the window to reply to them is fairly small
27. The answer - introduce Twitter as a (near enough) round the clock customer services tool and help passengers in real time when they are in the airport environment
28. Train operations staff. Actively encourage people to call Gatwick out while at the airport15
29. 16 Using Twitter as a proactive customer services tool 16 06 October 2011
30. 17 The round the clock Twitter support really kicked in during the pre Xmas snow disruptions 21 November - 4082 followers 14 December - 9498 followers 20 December - 15,440 followers (Currently - 22k followers) At one point we were called out 300x an hour 17 06 October 2011
31. 18 A £1 billion investment invariably has a certain amount of disruption - how can we use social media to communicate what is going on 06 October 2011 Step two 18
34. Our solution was to work with Stickybits - 2D codes that look like the ones you see in supermarkets. Any kind of content can be attached to them19
35. 20 Giant barcodes - Currently there are around half a dozen landside. Airside codes coming soon 20 06 October 2011
36. 21 “We need a way to allow passengers to feed back on airport facilities using mobile / social media” Step Three 06 October 2011 21
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38. Build a ratings and review system from scratch - problem of impartiality and also retailer relations
39. Or alternatively - use an existing review tool like Qype which has an API that can be pulled in
40. Qype is very popular with over 20 million visitors per month through local listings / SEO and mobile applications and is European based22 06 October 2011
41. Integration of Qype. Leave reviews (good and bad) and they appear directly on the Gatwick website
46. We support retailers and airlines on an ad-hoc basis. For example, Air Berlin and Monarch24
47. 25 Why is this campaign different? 1 - It treats social media as a platform, not a channel 2 - It has been given time to work 3 - It is two way in a real sense 4 - Senior management is attuned to social media - comments are seen and acted upon Awards won so far: Innovation in online customer services (econsultancy) Best use of digital media for customer services (Digicomms Awards) Best use of social media (CIPR Awards) 25 06 October 2011
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49. Follow me on Twitter and Instagram - @zoewithdots
50. Make sure to follow Gatwick on Twitter - @gatwick_airportThanks for your time! 26
57. The Execution We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars in the world’s largest airport flashmob at Changi Airport.
59. Video was shared across social media Campaign Microsite NewsSites Blogs Launch Day 500 participants from all walks of life Performed in front of hundreds of travellers at Changi Airport Terminal 3
63. The Result - Make shopping more exciting More local residents and visitors came to Changi to shop and dine. Concession sales from public areas grew 18%. 830,000 entries received in total or 4,415 entries per day
64. The Result - Increase spending Concession sales saw a 13% growth year-on-year. Campaign was successful in raising the amount spent by Changi shoppers in a single transaction. Sales receipts of $500 and above registered a 20% increase year-on-year.
65. The Result - Creating buzz beyond traditional media buy In terms of brand buzz, the campaign achieved US$1,403,605 in PR value, 2.8 times the target.
69. Assignment: Exercise in social media Engage the fans Sell the excess capacity Extra credit: create the buzz
70. Initiative : Four social media campaigns Regular auction Pay-as-you-wish Group auction Reverse auction Airport partners RT excess inventory
71. Engagement: Success isn't a result of spontaneous combustion. You must set yourself on fire. Arnold H. Glasgow Recreating the feeling
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73. Result : Investment/development=0 Commissions/distribution=0 Revenue=€806,94 New FB fans=ca 600 Media visibility=ca €15000 WOM=priceless Not bad for a day's work.
74. Result : Change is the end result of all true learning.Leo Buscaglia Introducing the world’s first airline virtual loyalty program.
76. Social Media? Let’s talk Social Business! Generating revenue through social media Making friends travel. Easily
77. Now Now September September August August Two friends wanting to fly and sit next to each other 2010 2010 Born Born DY BUD 3 hours ago near Kuala Lumpur 4 hours ago near Kuala Lumpur Yeah! Ok @BUD, will join you. Lets sit next to each other. @DY, I booked a flight to Penang! U want to join me? 4 Like Comment Share Like Comment Share 1
78. Now September August Social MediaStrategy 2010 Born Evolution A fluid transition from one interface to another using innovation Physiology Enhanced the ROI through social network capabilities 100 Like Comment Share Sociology Potential revenue growth through engagement of networks of friends 250 Like Comment Share 350 Like Comment Share
79. Now September August 2010 Born >1000 downloads in 1 month Evolution M-Commerce M-Commerce M-Commerce December 2009, near Kuala Lumpur December 2010, near Kuala Lumpur September 2011, near Kuala Lumpur Born as MHmobile on mobile platform Introduced to tablet market for iPad Reinvigorated as MHquick Chrome extension 30% user active monthly Like Comment Share 150 Like Comment Share 180 Like Comment Share 300 M-Commerce M-Commerce July 2010 near Kuala Lumpur February 2011 near Kuala Lumpur Grew as MHkiosk at local ticket office Reinvented as MHbuddy with social media driven capability 131 450 Like Comment Share Like Comment Share
80. 60% Users allow social sharing Physiology MHbuddy Just now near Kuala Lumpur When @BUD met @DY Yeah! We can do it again! It’s so easy right? DY Like Comment Share 1 10% Users share with their friends daily DYSeat number: 7B BUDSeat number: 7A
81. Now September August 2010 Born Sociology Korea Tourism Office, KL September 15 near Kuala Lumpur Now Malaysia Airlines flights available directly from Korea Tourism Office FB page MHbuddy Social Business September 15 – October 15 August 2011, for M-commerce This month Gift 4 Buddies! Book your flights directly from Facebook with MHbuddy at http://on.fb.me/MHbuddy - brought to you by Temptations Inflight Shopping Increase of average bookings per day Mt. Kinabalu Int’l Climbathon August15 near Kota Kinabalu Like Comment Share 1 You and your hiking buddies may like to try for the Mt. KinabaluIntClimbathon from 22nd-23rd Oct! Book, check-in and share your travel plans with MHbuddy at http://on.fb.me/MHbuddy 4x Like Comment Share 191 57 1400 Like Comment Share Like Comment Share
87. AWARD IN SOCIAL MEDIA EXCELLENCE Best Airline in Social Media
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90. AWARD IN SOCIAL MEDIA EXCELLENCE Results will be announced during the reception this evening. Tweet your favorites with #Smawards #SMTravel11 @simpliflying